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True
False
IMC is about:
co-ordinated promotional tools
harmonised messages
support for the marketing strategy
a strategically coherent blend of internal and external messages
Integrated agencies are the best bet for clients wishing to adopt fully
integrated marketing communications.
True
False
a) Marketing communications
b) Marketing plans
c) Marketing strategies
d) None of the above
a) Seven
b) Six
c) Eight
d) None of the above.
3. Any paid type of non-personal promotion and presentation of goods, services or ideas
by an identified sponsor is
a) Sales promotion
b) Direct marketing
c) Events and experiences
d) Advertising
a) Sales promotion
b) Direct marketing
c) Events and experiences
d) Advertising
5. Company sponsored programs and activities planned to create special brand related
interactions is
a) Sales promotion
b) Direct marketing
c) Events and experiences
d) Advertising
a) Sales promotion
b) Direct marketing
c) Events and experiences
d) Public relations and publicity
7. The use of email, fax, internet or telephone to communicate with specific prospects
and customers is
a) Sales promotion
b) Direct marketing
c) Personal selling
d) Advertising
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8. The online programs and activities designed to engage prospects or customers and
indirectly or directly generate awareness, enhance image or support sales of services
and products is
a) Interactive marketing
b) Direct marketing
c) Personal selling
d) Advertising
a) Interactive marketing
b) Direct marketing
c) Personal selling
d) Word-of-mouth marketing
10. The face-to-face interaction with prospective buyers for the objective of answering
questions, procuring orders and making presentations is
a) Interactive marketing
b) Direct marketing
c) Personal selling
d) Word-of-mouth marketing
a) True
b) False
2. Billboards, motion pictures, audiovisual material, print and broadcast ads are
examples of
a) Sales promotion
b) Direct marketing
c) Events and experiences
d) Advertising
a) Sales promotion
b) Direct marketing
c) Events and experiences
d) Advertising
a) Sales promotion
b) Direct marketing
c) Events and experiences
d) Advertising
a) Sales promotion
b) Direct marketing
c) Events and experiences
d) Public relations and publicity
a) Interactive marketing
b) Direct marketing
c) Both a and b
d) None of the above
a) Interactive marketing
b) Direct marketing
c) Personal selling
d) Word-of-mouth marketing
a) Media sensitive
b) Media neutral
c) Media biased
d) None of the above
a) Nine
b) Ten
c) Seven
d) None of the above
a) 2, 2
b) 2, 3
c) 3, 2
d) None of the above
a) 3
b) 4
c) 2
d) None of the above
5. When the audience has greater participation with a product group believed to
have high differentiation, the appropriate sequence is
a) learn-feel-do
b) do-feel-learn
c) learn-do-feel
d) None of the above
a) learn-feel-do
b) do-feel-learn
c) learn-do-feel
d) None of the above
7. When the audience has low participation and perceives little differentiation
within the product group, the appropriate sequence is
a) learn-feel-do
b) do-feel-learn
c) learn-do-feel
d) None of the above
a) AIDA model
b) Hierarchy of effects model
c) Innovation adoption model
d) Communications model
a) AIDA model
b) Hierarchy of effects model
c) Innovation adoption model
d) Communications model
10. Awareness, interest, evaluation, trial and adoption are the fives tasks in the
a) AIDA model
b) Hierarchy of effects model
c) Innovation adoption model
d) Communications model
11. Exposure, reception, cognitive response, attitude, intention and behavior are
the tasks in the
a) AIDA model
b) Hierarchy of effects model
c) Innovation adoption model
d) Communications model
a) 7
b) 8
c) 6
d) None of the above
a) Category need
b) Brand awareness
c) Brand attitude
d) Brand purchase intention
3. Ability to recall or recognize the brand within the group in sufficient details to
make a buy is
a) Category need
b) Brand awareness
c) Brand attitude
d) Brand purchase intention
4. Assessing the brand with respect to its seen ability to fulfill a currently relevant
need is
a) Category need
b) Brand awareness
c) Brand attitude
d) Brand purchase intention
a) Category need
b) Brand awareness
c) Brand attitude
d) Brand purchase intention
a) Message strategy
b) Creative strategy
c) Message source
d) None of the above
a) Expertise
b) Trustworthiness
c) Likability
d) None of the above
a) Expertise
b) Trustworthiness
c) Likability
d) All of the above
a) State of congruity
b) State of diversity
c) State of convergence
d) None of the above
a) Independent experts
b) Dependent experts
c) Any of a and b
d) None of the above
11. Sales promotions, events and experiences and public relations are forms of
a) True
b) False
1. This form of marketing communications tool was once formally referred to as a 'non-personal
form of communication, where a clearly identifiable sponsor pays for a message to be
transmitted through media. This is referred to as:
Advertising.
Personal selling.
Public relations.
Publicity.
2. Packaging and point of purchase display are categorised within what media?
Digital
In-store.
Broadcast
Outdoor
3. The use of entertainment material delivered through paid or owned media and which features a
single company or brand is referred to as:
Sponsorships
Exhibitions
Branded content
Advertisement
4. Although the content and quality can be controlled as direct mail, response rates of this
medium are lower because of the lack of a personal address mechanism. This media format is
known as:
Care lines.
Direct mail.
Inserts.
Door to door.
5. Users are able to create content and become more involved with a brand through:
Door to door.
Online communities.
Direct mail.
Telemarketing.
6. A commercial activity, whereby one party permits another an opportunity to exploit an
association with a target audience in return for funds, services, or resources is referred to as:
Advertising.
Exchange.
Sponsorship.
Public relations.
7. This is a marketing communication tool that uses non-personal media to create and sustain a
personal and intermediary free communication with customers, potential customers, and other
significant stakeholders:
Direct marketing.
Advertising.
Public relations.
Sales promotion.
8. This is the planned and deliberate use of brands within films, television and other
entertainment vehicles with a view to developing awareness and brand values.
Product placement
Film branding
Product films
Film value
9. These are events when groups of sellers meet collectively with the key purpose of attracting
buyers:
Exhibitions.
Sales promotions.
Mass media advertising.
Press conference.
10. This is a marketing communications activity concerned with providing support for the sales
force and merchandising personnel:
Store marketing.
Field marketing.
Sales promotions.
Personal selling.
11. For a long time, commercial media have been used to convey messages designed to develop
consumers' attitudes and feelings towards brands. This is referred to as:
direct response.
behavioural response.
attitudinal response.
call-to-action response
12. POEM reflects the increasing scope of contemporary media and the range of media
opportunities to engage audiences. What does POEM stand for?
paid-for, owned, and earned media
paid-for, owned, and engaged media
planned, outset, and earned media
planned, outset, and engaged media
13. ______________ are characterized by the provision of a contact mechanism, such as a
telephone number or web address, and increasingly through search activities on the Internet.
These mechanisms enable receivers to respond to messages.
Direct-response media
Direct programmes
Media sources
Media channels
14. This marketing and communication tool offers a direct inducement or an incentive to
encourage customers to buy a product/service:
Advertising.
Public relations.
Sales promotion.
Direct marketing.
15. This is the use of inter-personal communications with the aim of developing positive feelings
and stimulating behaviour.
Direct marketing.
Personal selling.
Sale promotions.
Advertising.
16. This is a marketing communication tool that uses non-personal media to create and sustain a
personal and intermediary free communication with customers, potential customers and other
significant stakeholders.
Direct marketing.
Public relations.
Sale promotion.
Advertising
17. This is the unpaid peer-to-peer communication of often provocative content originating from
an identified sponsor using the Internet to persuade or influence an audience to pass along the
content to others:
Viral marketing.
Word-of-mouth marketing.
Direct-response advertising.
Peer-to-peer marketing.
18. A means of orchestrating the tools of the marketing communications mix, so that audiences
perceive a single, consistent, unified message whenever they have contact with a brand, is
referred to as:
Integrated Marketing Communications (IMC).
Personal Selling (PS).
Direct Marketing (DM).
Customer Service (CS).
19. What type of media helps advertisers demonstrate the benefits of using a particular product
and can bring life and energy to an advertiser's message?
Broadcast media.
Interactive media.
Print media.
Support media.
20. ___________ refers to the use of entertainment material which features a single company or
brand.
Brand management.
User-generated content.
Branded content.
Celebrity endorsement.